Lef Group: expansion aligned with technology and sustainability

In 1994, the Lef Group was born in the interior of São Paulo, in the town of Piracicaba. Over the decades, it has established itself as a benchmark in the Brazilian ceramic tiles market. Always focusing on diversifying its products and solutions, it currently has three major brands in its portfolio: Lef Cerâmica, ViaRosa Porcelanato and ROX Cerâmica.

Accelerated industrial growth has been accompanied by continuous investment in technology and innovation, so that sustainable development has been possible. In its modern industrial park, which has both national and imported equipment, the Group develops high quality products that cater to the most varied audiences and purposes.

Among the Lef brand's main products are ceramic tiles for internal residential and commercial areas, available in various formats - from the traditional 44x44 cm to 54x54cm and 57x57cm slabs. They come in different surfaces (smooth, embossed and grained) and finishes (matt satin, glossy and non-slip), catering for high-traffic environments and decorative areas. The ceramic wall coverings, including special pieces for kitchens, bathrooms and façades, come in a wide variety of styles and formats and can be used in residential and corporate projects.

ROX, on the other hand, produces high-quality ceramic tiles with a contemporary design at an affordable price. Prioritizing technical quality, the brand offers a range of ceramic tiles, porcelain tiles (including large-format tiles, which comply with ABNT and Anfacer standards) and wall coverings of different types, such as red-based ceramics. By using high-definition digital printing production processes, for example, it is possible to achieve excellent finishes, dimensional accuracy and resistance.

ViaRosa, on the other hand, initially focused on medium format porcelain tiles and single-porous wall coverings. However, the brand has expanded its lines and today also has large formats (72x72 cm), which give visual continuity and grandeur to environments; and a new range of finishes: high-gloss polished porcelain tiles, satin tiles that are soft to the touch, structured porcelain tiles with decorative reliefs, among others.

Since its creation, the Lef Group has adopted the strategy of aligning the growth of its portfolio with investments in its production capacity. The ViaRosa brand is no different. A new porcelain tile factory is due to open in 2026, which will allow for even larger formats, while complying with Brazilian and international technical requirements. To this end, the company is investing in automation, process precision and real-time quality control, with the aim of complying with various technical standards and adapting quickly to regulatory requirements.

From expansion to internationalization

In addition to expanding its portfolio and production, a reflection of its solidity and credibility in Brazil, the Group has also invested in internationalization over the years, starting with exports to South American countries. "The Lef Group's aim has always been to expand its presence and strengthen its brand beyond national borders. From the start, international expansion was seen as a strategic step towards achieving its mission of bringing quality, innovation and design to an even wider audience. Being present in foreign markets is, for us, the realization of an objective built on planning, excellence and a vision of the future," explains Roberta Maria Tabai, Export Supervisor.

Over time, it has conquered new markets and become competitive thanks to its concern for product quality and excellence in customer service, as well as its attention to the trends and needs of each country, according to Roberta. The entire portfolio destined for the domestic market is also exported. "Although all categories are very well received, ceramics still remain the main highlight in exports, reflecting our tradition and excellence in the sector," she points out.  

Currently, between 10% and 12% of production goes abroad. The aim is to reach 15% in the coming years. Although permeated by the seasonality inherent in foreign trade, export growth has been constant, according to the supervisor.

Other benefits of the internationalization process for the Group include boosting industrial development, stimulating innovation and modernizing processes. She comments that each new front opened contributes to the company's continuous evolution, preparing it to meet the demands of an increasingly demanding global market with excellence.

The Lef Group plans to consolidate its presence in the markets where it already operates and expand into new strategic regions. They are currently increasing the spread of their products in some European countries. Roberta points out that participation in international trade fairs, driven by the actions of the ApexBrasil project in partnership with Anfacer, is also fundamental to this expansion of the brand in the global market. "Being present is essential: those who appear are remembered," she concludes.

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PHOTO 01 - Oro Supreme 3D coating

PHOTO 02 - Onice Cement satin coating

PHOTO 03 - Polished Colina coating

PHOTO 04 - Navarra cladding

PHOTO 05 - Miraggio Out coating

PHOTO 06 - Dorcia Polished Coating

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